The World’s Most Creative
- What does it take to make it into the history books as one of the world’s greatest innovators?
- Do creative geniuses have any unique characteristics?
Rowan Gibson, one of the world’s foremost thought leaders on business innovation, previously shared some of his thinking about his new book, The 4 Lenses of Innovation: A Power Tool for Creative Thinking. Part of what makes his research unique is that he studied innovators throughout history to understand their thinking, their characteristics, and their methodology. What he shared with me about history’s greatest innovators may influence the way you manage, the way you look at your boss, or the way you look at others we label as stubborn. Because, as we will see, the best innovators are often the most unreasonable people.
Why the Best Innovators Are Unreasonable
Rowan, throughout your new book, you give examples ranging from da Vinci to Richard Branson. By studying these innovators, you developed a unique perspective. What does one need to possess or do to get mentioned in the history books?
I think those that make it into the history books are to some extent unreasonable people. George Bernard Shaw put it best when he argued that, “The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man.” Innovators like the ones I just mentioned – Steve Jobs, Jeff Bezos, Elon Musk –these are not reasonable people. They don’t just accept that the world is the way it is. They have this deep, insatiable urge to improve it or radically change it to fit their own vision of how things should be.
“You can’t harvest big ideas unless you sow the right seeds.” -Rowan Gibson
Unreasonable Innovator: Leonardo da Vinci
Take da Vinci. Was he a reasonable person? Here’s a man who filled 13,000 pages of notebooks with scribbles, drawings, scientific diagrams, and designs—everything from human anatomy and facial expressions to animals, birds, plants, rocks, water, chemistry, optics, painting, astronomy, architecture, and engineering. He once coated the wings of a fly with honey just to see if it would change the sound of the fly’s buzzing noise in flight. Why would anyone do that? Da Vinci did it to establish that the pitch of a musical note is connected with the speed of the percussive movement of the air. In this case the fly’s wings became heavier due to the honey, so they couldn’t beat as fast, resulting in a lower-pitched buzzing sound–which of course might be interesting at some level, but reasonable people don’t do things like that.
Unreasonable Innovator: Richard Branson
Let’s say you opened a little record store in London, UK. That’s nothing out of the ordinary. But would you call it “Virgin”? And would you then create your own record label and start backing unknown musicians like Mike Oldfield or controversial bands like the Sex Pistols? Would you try to grow your one little record store into a national chain of media hypermarkets? I mean, if you did all of that, it would be quite remarkable. But would you then decide to start your own transatlantic airline and go up against British Airways on their own turf? Would you try to build your own mobile phone business from scratch and then your own bank or take a big risk by investing in a space tourism company? These are not reasonable things to do. So clearly Richard Branson is not a reasonable man.